Captain America brings 70 brands on board for 'Civil War'

Poster of the film.Disney India, which tasted record success at the box office with 'The Jungle Book', is set to break another record. The studio’s consumer products unit has signed up 70 brands for the forthcoming release Captain America: Civil War, slated to release on May 6.

This breaks the previous record of 'Avengers: Age of Ultron' and 'Star Wars — The Force Awakens' that had tie-ups with 50 brands each, until then the highest number of associations for a Hollywood movie.

In contrast, back home the Bollywood title that held the record for the most brand associations was the Shah Rukh Khan starrer ‘Ra.One’ at 25 brands.

In fact, the previous Captain America film, 'Winter Soldier', had just 16 brands when it was released in 2014.

“The popularity of Marvels franchise has grown significantly in the last three years,” Abhishek Maheshwari, head, consumer products, Disney India told ET. “We haven’t lost a single brand which has come on board on any of the Marvel franchise film.”

While Maheshwari refused to comment on the financials, sources said that five brands — Lifebuoy, Axe, Nearbuy, Dell and Audi — will be spending around Rs 40 crore for brand promotions across print, electronic, on ground and digital media for the movie.

The brand partners for Captain America: Civil War spans across categories, including apparel, e-commerce, banking, accessories, toys, and computer peripherals.